Founded in 1867, the Nestlé Group of Switzerland is named after the founder Henry Nestle, which means little Nestle in German. Today, Little Nestle has become synonymous with the world's largest food companies. In 1994, Nestlé was voted by the US "Financial World" magazine as the world's third-largest value brand based solely on Coca-Cola and Marlboro. In 2000, Nestlé’s net profit exceeded $3 billion. Nestlé has 479 factories in 81 countries and employs approximately 225,000 people worldwide. It is one of the world's leading multinational companies.
Nestlé products mainly involve coffee, mineral water, cat and dog food, and ice cream, all of which are in the leading position in the same industry. In addition, it also enjoys a high reputation in industries such as milk powder, condiments, chocolate candies, and ophthalmic medical supplies. Although the production line covers a wide range of foods, Nestlé is synonymous with instant coffee in the eyes of consumers. How does Nestlé make Nestlé coffee popular? In addition to ensuring product quality, a successful advertising strategy is the key – allowing consumers to remember Nespresso while remembering vivid advertising.
Standardization of global advertising
Massive advertising is a major feature of Nestlé. Nestlé never hesitated to spend money on creating strong brand awareness and preferences for consumers, which quickly earned the company a high market share. In South Korea, Nestlé has won 35% of the market in only 7 years, dissolving the long-standing monopoly of Kraft General Foods, which is mainly based on large-scale advertising campaigns; Advertising, Nestlé advertising is about precision and effectiveness.
In order to ensure the quality of Nestlé advertising and better achieve the consistency of brand communication, Nestlé chose a unified advertising agency to significantly reduce its global advertising agency. After careful selection of all the cooperative advertising agencies, the number of agents working closely with them is now reduced to five, namely McCann, JWT, Bubilis FcB, Ogilvy and Greyhound, which form an international advertising agency. The internet. Although there are only five agents in the world, Nestlé's advertising is a classic.
Nestlé Headquarters has prioritized advertising agencies for each strategic brand, giving them a certain degree of freedom of choice, and local branches can make their own choices from these institutions. For example, the main responsible for Nestlé coffee advertising is McCann and JWT.
Nestlé pays close attention to the details of the publicity. In order to ensure the consistency of the promotion of branches around the world, the company has adopted some documents to constrain the branches. For example, the labeling standard clearly stipulates the logo, font, color used, and the ratio between the details of Nestle Coffee. Even Nesting has taken a lot of effort. The name Nescafe gives a clear feeling in the languages ​​of the world. In Chinese, Nestlé is easy to reminiscent of a warm home, strengthening Nestlé coffee to relax your feelings after you are nervous and tired.
Creating a brand's advertising trilogy
As a brand for more than a century, Nestlé's advertising development process is also the same as history, with a distinctive brand of the times. Nestlé product line advertising is mainly based on Nestlé coffee advertising, which represents the overall characteristics of Nestlé product advertising. Throughout its advertising development process, Nestlé's advertising has undergone three periods of evolution.
In the 1930s and 1940s, when instant coffee was first introduced, Nestlé’s breakthrough in craftsmanship brought the revolution brought by the traditional way of drinking coffee as a selling point. In advertising, it emphasized the convenience of instant, highlighting the convenience of instant coffee compared with traditional coffee. Sex, but this advertising idea does not match the social environment at the time. In the 30s and 40s, it was an era when men were women and women were lacking in self-confidence. The husband and wife were the important task of women's life, and women rarely went out to work. The convenience of buying instant maps has led to the fact that the advertising theme is contrary to the purchasing psychology of many family women, because female consumers think that buying instant coffee gives people a feeling of not being virtuous, which is not the image of a man's desired wife. Under such advertising, the sale of instant coffee is not very good. Nestlé can focus on long-term effects and stick to this advertisement. Later, with the progress of the times, women's liberation and the number of women entering the society are increasing. The instant coffee is convenient and can maintain its original strength. The advantage of instant coffee has finally been recognized by consumers, and sales have steadily increased.
In the 1950s and 1960s, with the popularity of product-oriented advertising and the widespread acceptance of instant coffee by consumers, Nestlé began to shift the focus of publicity. The advertisements of this period highlighted the purity, good taste and rich aroma of Nestle Coffee. Product-oriented advertising is used in branches around the world, emphasizing that Nestle Coffee is real coffee. When Nestle Coffee entered the Japanese market in 1961, it adopted a product-oriented advertising strategy. TV commercials first slogan that I am Nestle Coffee. Simple and clear, and repeatedly appeared on TV, quickly won the popularity. In 1962, according to the habit of Japanese consumers who used a cup of coffee to brew a cup of coffee to express coffee concentration, Nestlé launched 43 advertising campaigns, a typical USP (unique sales proposition) strategy. The commercials sang Nestle coffee, set 43 spoons of coffee beans in a spoonful, Nescafe coffee, everyone's Nestle coffee, beautiful melodies spread all over the streets.
In the third stage, with the increasing popularity of Nestlé coffee, people gradually recognized that coffee is Nestlé coffee, and the orientation of Nestlé coffee advertisements has changed into content that is closely related to the lives of young people. Advertising pays particular attention to the lifestyle of local young people. Consistent. The name Nescaef, in the different languages ​​of the world, gives a clear impression and is combined with an image that eliminates tension and stress (in Chinese, Nestle gives a warmth. Feeling, there is a strong correlation with the family). In British advertising, Nestlé's award-winning coffee plays a role in the romantic love story of a pair of lovers to promote their emotional development. In the 1970s, Nestlé’s advertising in Japan still impressed many people. Understanding the different men's advertising campaigns expresses the notion that the high-profile image of Nestlé's award-winning coffee was created by tempered men who understand the difference. The advertisement created Nestlé coffee to allow the Japanese men who are busy with work to enjoy the rich atmosphere of the moment. The high style of Nestle Coffee just shows the image of the diligent company staff.
Localization of Nestle Advertising in China
In China, Nestlé has always emphasized the need to provide quality food suitable for the Chinese population. Since Nestlé entered China in the 1980s, the products have expanded from milk powder and coffee to drinking water and ice cream. Nestlé is such a household name among Chinese consumers. Nestlé is very good. This excellent advertising word is deeply rooted in people's hearts. When it comes to Nestle food, the sweet and aromatic taste will soon come to mind.
As early as 1908, Nestlé established trade relations with China, but only a very small number of people in China's upper class could taste the delicious food of Nestle, and the vast majority of civilians did not know what Nestlé is. This situation has continued. 70 years. Nestlé advertising in China's advertising strategy can be divided into two stages:
The front stage: In the 1980s, Nestlé products once again entered China, emphasizing the use of the image of the Chinese in the propaganda strategy. A long-lasting slogan: Nestle, which tastes great, draws the distance between Nestlé and the Chinese people. The advertisement is introduced to the market with a tasteful and simple slogan, and it is persuaded that the Chinese also taste the western tea ceremony. When Nestlé launched instant coffee in China, faced with the traditional Chinese tea drinking habits, Nestlé first did the habit of cultivating Chinese coffee. Nestlé uses advertising and other means to promote coffee. It is a fashion and trend. It has successfully attracted a group of young people to choose coffee after betrayal of tea. Tasting Nestle Coffee represents a Western culture that is gradually gaining popularity. The taste of the advertising campaign lasted for many years, although the creative renovation of the commercials has been repeated many times, but the slogan has not changed. Until today, when it comes to taste, people will think of Nestle coffee.
The second stage: After the 1990s, the life style of Chinese young people has changed. First, young people are eager to do their own things while retaining traditional ethical concepts. Second, they are aware of the differences between their parents and their parents. Third, they are eager for independence and do not alienate their parents. Fourth, there is a generation gap. But there is more exchange and understanding; the fifth is to have a strong sense of professionalism, but also to face the pressure of work and constant challenges, this is the life style of today's young people. Nestlé is keenly aware of the subtle changes in the lifestyle of the younger generation, and the advertising slogan has become a good start. The advertisement is based on the care and support of the elders to the younger generation. With the newcomers who have just entered the society, the Nescafe will help them reduce the pressure on their work and enhance their confidence in accepting the challenge. This social background has also become the basis for the communication of Nestlé Coffee.
Looking at Nestlé's overall advertising strategy, we can conclude that the key to its success lies in the rational and flexible use of its advertising in the cross-cultural communication standardization and localization. The localization and standardization of advertising have their own advantages and disadvantages. The combination of localization and standardization is the goal pursued by many multinational companies. While following the global business philosophy, Nestlé respects and considers the needs, habits and cultural factors of local customers, and reflects the lifestyles of consumers everywhere in the advertisements, so that the brand truly meets the local market. It is this excellent advertising strategy that makes Nestlé the world of today.
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